Website Strategies to Convert Leads

In the vast ocean of digital marketing, your landing page is the lighthouse guiding potential customers to your shores. We recently embarked on a journey with a client to revamp their landing page, and the results were nothing short of spectacular. We witnessed a whopping 143% increase in their conversion rate, soaring to 4.18%. So, how did we achieve this transformation? 1) Crystal Clear Headline: The first thing visitors see should instantly convey your value proposition. We crafted a headline that was not only compelling but also easy to read and understand. It's the digital equivalent of a firm, confident handshake. 2) Review Count Front and Center: Social proof is a powerful tool. By placing the review count high up, visible immediately on both mobile and PC, we leveraged the power of community validation. When potential customers see that others have benefited, they're more likely to trust your offering. 3) Above the Fold Magic: The "fold" is the point where users need to scroll to see more. Everything above this point should be your prime real estate. We ensured that the most crucial information, call-to-action buttons, and engaging visuals were positioned here for immediate impact. 4) Consistent and Intuitive Design: A cohesive color scheme, clear fonts, and intuitive navigation can make the difference between a bounce and a conversion. We streamlined the design to ensure a seamless and pleasant user experience. 5) Engaging Visuals with Context: While high-quality images and videos are essential, they need to be more than just eye candy. We selected visuals that not only resonated with the brand but also told a story, adding depth to the user's journey. 6) Trust Indicators: Beyond reviews, we incorporated trust badges, testimonials, and certifications. These elements further cemented the brand's credibility and made users feel secure in their decision to engage. A landing page is more than just a digital storefront; it's a narrative, a promise, and an invitation. By focusing on the user's experience and journey, we were able to transform clicks into conversions. If your landing page isn't delivering the results you desire, perhaps it's time for a makeover.

If there’s one piece of advice I could give to anyone about to start spending on paid advertising, it’s this: No amount of ad spend can make up for a garbage landing page. I’ve seen massive campaigns fail before they even start because of a poorly optimized landing page. Imagine crafting the perfect set of ads, with beautiful imagery, compelling value props, and an offer your target audience is clamoring for. Then, when you finally get that click... The landing page takes too long to load. Or it looks nothing like the ads you’ve shown. Or it’s a mishmash of half-baked value propositions, hard to read copy, and ugly product images. Or, worse, the landing page doesn’t even open. If you want to drive growth, your landing page needs to be optimized to convert those clicks into customers. Focus on these key elements: 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝗮𝗻𝗱 𝗶𝗺𝗮𝗴𝗲𝗿𝘆 𝘆𝗼𝘂 𝘂𝘀𝗲𝗱 𝗶𝗻 𝘁𝗵𝗲 𝗮𝗱 𝘁𝗵𝗲𝘆 𝗝𝗨𝗦𝗧 𝗰𝗹𝗶𝗰𝗸𝗲𝗱: You’re taking the user on a journey, make sure everything on your landing page is consistent with what they’ve just seen in the ad. 𝗖𝗹𝗲𝗮𝗿 𝗮𝗻𝗱 𝗖𝗼𝗺𝗽𝗲𝗹𝗹𝗶𝗻𝗴 𝗛𝗲𝗮𝗱𝗹𝗶𝗻𝗲𝘀: Make sure your headline clearly communicates the offer or solution. It should set the stage for the rest of the content. 𝗖𝗼𝗻𝗰𝗶𝘀𝗲 𝗮𝗻𝗱 𝗣𝗲𝗿𝘀𝘂𝗮𝘀𝗶𝘃𝗲 𝗖𝗼𝗽𝘆: Write straightforward, persuasive copy that addresses pain points and highlights the benefits of your offer. Use bullet points and subheadings to make the text easy to read. 𝗦𝘁𝗿𝗼𝗻𝗴 𝗖𝗮𝗹𝗹-𝘁𝗼-𝗔𝗰𝘁𝗶𝗼𝗻 (𝗖𝗧𝗔): Your CTA should be prominent and direct visitors to what you want them to do, whether it’s a purchase, sign-up, or download. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗩𝗮𝗹𝗶𝗱𝗮𝘁𝗶𝗼𝗻: Use testimonials, reviews, and security badges to build trust with your visitors. 𝗠𝗼𝗯𝗶𝗹𝗲 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Ensure your landing page is mobile-friendly with a responsive design and fast load times. 𝗔𝗹𝘄𝗮𝘆𝘀 𝗕𝗲 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 𝗮𝗻𝗱 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗶𝗻𝗴: Regularly test different elements of your landing page to find out what works best. Use the data to make informed changes and improve conversion rates. A high-converting landing page is the backbone of any successful digital marketing campaign. It doesn’t matter how amazing your product is or how many problems it can solve, if your landing page isn’t optimized to convert, you’ll never get those sales. Instead, you’ll be losing out on massive amounts of potential revenue. 💡 What has been your biggest challenge with landing page optimization? Comment below and let's discuss how to overcome it! 💡

Despite the investment, be it $100,000, $100, or simply product seeding, the endgame should always focus on crafting a funnel that captivates and converts. If there's one thing I've learned and emphasized repeatedly, it's that every link influencers share should lead not just anywhere on your site but to a landing page crafted for conversion. The generic homepage? It simply won't cut it. It's about creating a journey that speaks directly to the audience's needs and curiosity. Take Hint's flavored water, for example. A mommy blogger's glowing review should navigate her readers not to a one-size-fits-all homepage but to a landing page enriched with tailored content about what matters to them: ingredients, kid-friendliness, and why it's a healthier choice than juice. This approach doesn't just align with the audience's expectations but significantly boosts conversion rates — think a 9-10% increase! So, what magic ingredients make up the perfect landing page? It's all about addressing the fundamental questions that hover in every potential customer's mind: • What's being sold? • Why should I care? • How soon can I have it? • How will it enhance my life? • How does it stand against alternatives? Recognizing the heightened intent of users coming through earned media, the timing of email pop-ups, the offer displayed, and product messaging must be meticulously planned. Here's a rundown of essential sections, each tailored to echo the landing page's specific narrative: 🎾 Hero Section: A compelling mix of problem-solving copy, social proof, and a strong call-to-action (CTA) 🎾 Social Proof: Embed customer UGC, videos, or reviews to fortify trust. 🎾 Shop Section: Showcase products, ensuring the visual and messaging consistency. 🎾 Guarantees & Offers: Highlight introductory offers, bundles, or gifts with purchase (GWP). 🎾 Comparison Chart: Provide clear, honest comparisons with competitors or alternatives. 🎾 Catalog & Product Detail: Offer a browsing experience of alternate products or delve deeper into your product's story, ingredients, and unique value proposition. 🎾 FAQs & How It Works: Address common queries on-site to preclude any need to leave the page. Creating a landing page that genuinely converts is an art backed by strategic thinking. It's about crafting a narrative that captures and holds the audience's attention long enough to convert curiosity into action. Would love to hear your thoughts! Let me know your landing page strategy in the comments below!

Your leads aren’t low. Your form is just too far down the page. You’ve got traffic coming in. Maybe from SEO, maybe from Facebook or Google Ads, and your landing pages are solid. But... there’s no form above the fold. This could be a huge missed opportunity. In our experience, just testing a lead form above the fold can improve your conversion rate by 0.25%. Doesn’t sound like much? Multiply that by every landing page on your site and all the traffic your pages get and suddenly you're generating significantly more leads without spending an extra dollar. This is one of the first CRO tests we run for lead gen, and it almost always pays off. Another tried and tested win? Real social proof. Not just “As seen in” badges but actual testimonials: 📸 A photo (or video testimonial) ⭐️ 5 star reviews 🗣 A line from a happy customer Place that next to your form, and the odds of a high-converting section that builds instant trust are in your favor. So if your traffic looks strong but results are lagging? Don’t just blame the traffic. Test for conversion friction first.

Reality #1: Buyers do NOT want to talk to a salesperson until they are confident, comfortable, and feel like they will not make a mistake. Reality #2: Your website is becoming increasingly "bottom of the funnel" every day due to the way buyers are learning more with AI BEFORE visiting your website. Reality #3: By far the most effective way to capitalize on this shifting funnel is by offering interactive Self-Service tools on your website - tools that precisely meet a buyer's needs at this stage of the journey. Here are the 5 actions you should let your website visitors take to explode conversions and help them feel ready to talk to a salesperson: 1. Fill out a scorecard. (ScoreApp) 2. Get a recommendation (BlueConic) 3. Build or configure a plan/product (Epicor) 4. Choose who they work with (Calendly) 5. Get a price range via estimator (priceguide) Despite how outrageously effective these tools are, I'm seeing less than 10% of businesses have even one of them. And then they wonder why their "buyer's guide" is no longer converting. Time to evolve with today's buyer friends. Give them what they want. And watch the trust and leads soar because of it.

Been working with a prominent surf brand this year to reset their digital playbook. Here's 3 things we've seen work really well which has resulted in a 55% increase in revenue YTD vs. last year. 1. Traffic x Conversion Rate x AOV = Revenue This can't be overstated enough. If your site conversion rate is below 1.5% you have to invest in improving it. A good converting website is usually not sexy, and that's ok (see no. 3 below for more on this). Start with the site experience and look at it on mobile through the lens of a new customer. Remove points of friction, quickly answer customer questions, and make getting to checkout easy. Focus first on home page, collection page, PDP, navigation, and cart/checkout. Then move to customer service pages, return/exchange process, etc. It sounds trivial, but you'll be amazed at how easily you can gain a quick .25% in conversion rate with minimal effort. 2. Performance Max Google's Performance Max is loathed by many as a black box (which it is) and therefore untrustworthy, but we've found two key ways to make it work incredibly successfully: Product feed optimization and setting focus on new customer acquisition. By leveraging all the product data points available from Shopify, you can juice a product feed to make Google very happy and reward you with high-performing shopping ads. It's a bit of effort up front, but once complete starts to pay dividends. There's also a somewhat hidden setting to turn on new customer acquisition focus. This can help avoid save on ad costs from people who may have purchased anyways and just clicked the first ad they saw. Before enabling this, provide the account with a list of current customers to exclude (use Klaviyo's integration to keep the list up to date in realtime). Last month we turned it on for one client and we saw Google Ads conversions from new customers increase 62% vs. prior month. 3. Premium Photography Such an important yet often overlooked component to a winning strategy is high quality product imagery. Going back to site UX - if your product photography is not high quality, does a good job showing the detail of the product, or on-model, it will take a toll on conversion rate, especially if you have a high AOV. A website doesn't need to be custom or flashy if the photography is high quality. You can grow a brand online to $20m+ annually with a Shopify theme like Prestige and let the product photography do the heavy lifting. With a channel like Meta ads, there's no greater lever you can pull than testing creatives. Lately we've been seeing that tight crops on product features and text overlay has been working well, but we're always testing and refining. Use Advantage Plus campaigns to test lots of creative types at once to find what works, then double down on that.

Founder PSA: Before investing in content, prioritize *converting* the traffic you're already driving to your site. Then, you can ramp production. >> Here's what I usually recommend to friends: PRIOR 01 = Simplify your landing page Most LDPs are overdesigned and underperform. Your copy should be dead simple: who is your product for, what does it do, what outcomes does it drive. Then stack customer logos + testimonials. Keep your above the fold CTA straightforward: enter email + book demo, pushing to a calendar booking page (Default is a great option here). PRIOR 02 = Upgrade your social profiles Most teams treat their LI/X profiles like personal bios. But you should think of them as landing pages - just higher up in the funnel. Use a social proof banner, hyperlink key LDPs, and keep the copy tight. Tommy Clark has a ton of great recs on this workflow. PRIOR 03 = Deploy cross-site social proof Dropping logos + testimonials on your homepage is a good first step. But 90% of teams stop after that. Instead, insert logos, wins, quotes, and case study links on *every* high traffic page across your site. I'd rec starting with your product, solutions, and pricing pages.

How I ensure every landing page we make is instantly effective: 1. Make it instantly clear what you do, who you do it for, and the value. 2. Empathize with their problem and clarify what they're missing out on if they don't take action. 3. Show tangible proof of how you've created winning outcomes for customers like them. 4. Give them two clear paths to solve the problem—one to your direct offer and one to a high-value, no-risk resource. Master these steps, and you'll never find yourself limited by the number of opportunities your website can generate. --- 👋 I'm Jeff, co-founder of Huemor - A digital agency dedicated to building memorable websites. I post daily, M-F @ 7:45am US ET Follow me if you want to learn more about... - How to out-rank and out-convert your competition - How to turn your website into a sales asset - How to make your website your industry's gold standard #webdesign #marketing #digitalmarketing

Break glass when... Escape modes are an underutilized power play in Product Marketing. Like in video games, it involves allowing your "player" to evade the noise of a particular situation and leap frog right into the goods. Escape modes act as shortened growth loops in PMM land. They are used to capture high intent audience members v. traditional single track engagement paths. Here's what I mean: 1. Interactive tours. Ever do an interactive tour, get really pumped about the solution you're demoing only to be left rage clicking for 14+ additional screens to get through to the promise land? Whew - that can be rough. While we are explaining features, functionality and value props - it's easy to index on building the perfect happy path for prospective customers. But what's not easy is knowing when they're going to hit their respective aha! moments. Make it simple for eager folks to "opt in" to the next step with an omnipresent "escape button" that directly links to your conversion step in your tour. That way, whether it's step 3 or 15 of the tour, your high intent users always have a direct path to the prime conversion lever: sign up, register, demo, etc. 2. Landing pages. Many PMMs are tasked with drafting messaging for landing pages. But if you also own the construction of the page, think about utilizing anchor tags/sticky nav to keep the "prize" omnipresent for high intent website visitors. This could look like a hovering CTA via your LPs side nav or top nav. Or an event-based interstitial that triggers upon certain page duration conditions. The key is to avoid burying the lede with long page designs so that the your conversion lever is always easy to find and available for actioning. 3. Demos. Sometimes we just want to talk to someone. We are humans that crave real connection after all, right? Interestingly in past orgs, we saw huge jumps in the efficacy of our demo leads (ACV/time to value + time to close) v. trial leads. Demos typically have a higher conversion rate versus trials because sales reps can customize their narrative to focus on the prospect's exact situation. With that in mind, think about sprinkling demos and more sales-led motions into your conversion levers to jumpstart connection among high intent leads. In campaigns, consider split testing "learn more" v. "get a demo" to see what sticks. What else would you consider using an escape mode for?

If I had to optimize a B2B website for conversions tomorrow, I'd do these 3 things first: 1. Refine the homepage Most homepages = no idea what the business does Upgrade yours so it's 'PSD'-focused: - Solve a P-roblem - Offer an specific, irresistible S-olution - D-ifferentiate it (from ALL the alternatives) How: - Run customer interviews - Talk to Sales/CS, analyze transcripts/recordings - Embed the most common fears/objections in copy - Triple highlight the top benefits/outcomes -- 2. Seriously upgrade the demo page 80% of the demo pages I see miss critical pieces:   - Copy doesn't explain what the demo is about - Copy doesn't address questions/barriers - Time-wasted w/ back-and-forth to schedule a meeting How to fix: - Tell the prospect exactly what they'll get by signing up  - Address their concerns (once again, ask Sales/CS) - Add a meeting scheduler tool (Chili Piper, Calendly) -- 3. Set up exit intent feedback polls Collect qualitative insights from users about to exit: - Users land on a high value page (e.g. demo/product) - They spend more time than the avg. on that page - They're about to hit the 'x' and leave Depending on what you're selling or the information you want to collect, create a feedback poll and ask questions like: - What type of [ICP] are you? - What brings you to [website] today? - What's your biggest question related to [product]? - Is there anything holding you back from buying? After some time, you'll get a GOLDMINE of insights from skeptic buyers. And be able to incorporate their hopes, fears, and dreams right back into your copy. What actions would YOU take to optimize a website?